If illustrator Norman Rockwell were still alive and looking for 21st century subject matter, he might settle on the Blockbuster store at Robinhood Drive and Pershing Avenue - a warm, friendly and almost always bustling place.

In a fast-paced digital world filled with Redbox and Netflix choices, Stockton's last Blockbuster stands as a throwback brick-and-mortar example old-fashioned customer service.

"It's how we do things," says Victoria, 42, who lives in Stockton with his wife and three children. "I was trained by my mama (the late Erlinda Delatorre) to do the best you can."

And that means knowing not just the names of the store's regulars but also their likes and dislikes. "I have people who walk in and the first thing they say is: 'What do I want?' "

It has taken time to build that kind of trust. Victoria has been at the helm for seven years.

As a corporation, Blockbuster also has made necessary adjustments.

The video store has tiered pricing for single-day rentals, depending on newness and popularity. It offers a "blue ticket" monthly rate of $14.99, which allows for unlimited rentals. Some patrons rent and return items day after day. There's even a half-off monthly kids pass.

But what Victoria and his crew of 10 really have to sell is inventory.

Blockbuster continues to offer a wide selection of recent releases and hundreds, if not thousands, of additional movie titles.

The store is organized by genre, pricing, language and even seasons. There is a Christmas display, the Cine Latino section and a large G-rated children's area, complete with beanbag chairs for lounging.

The convenience factor is huge. Customers who have received an online disc from Blockbuster can bring it into the store when they're through and exchange it for another movie.

The store at Pershing and Robinhood handles 3,000 such exchanges a week.

When you first enter, there's invariably an employee greeting: "Hey, buddy," "What's up, pal?" "How are you?" Look around, there also is:

» A Dish Network kiosk (the direct satellite company bought Blockbuster last year).

» Impressive displays of the latest video games.

» A table of low-priced Blu-ray discs for sale.

» And a selection of drinks, popcorn and snacks to rival any cineplex.

"The employees help everybody," said Stockton resident Walter Domingo, a graveyard shift worker and frequent daytime visitor to Blockbuster. "You can ask any question you want. If something's wrong with your video, no problem. And he (Sal) is very polite."

The Ventura family of Stockton came into the store to escape a downpour.

Her husband, Joe, chimed in, "They know who we are. They have great customer service."

Victoria, who used to manage a restaurant in Weston Ranch, attended Stagg and Edison high schools before his family moved west into the Delta. "I worked in the fields. I was the only guy who didn't speak Spanish," he said. Victoria graduated from Rio Vista High School and attended a private business college in Stockton.

Victoria is serious when he talks about knowing his customers and seeing them face to face. "I always say, 'I will turn into a robot if you need me to.' "

He prefers not.

"I treat customers the way I would want to be treated. That's the way I was taught," Victoria said. "I don't like fake customer service."

So what does the future hold in an entertainment world filled with legitimate competition and illegal activity (online piracy)?

"This store is very profitable," Victoria said, adding that at least 4,000 people per week make transactions. "I call it survival of the nicest."